With the arrival of summer, BWS has kicked off its sixth iteration of ‘100 Days of Summer’.

The three-month promotion, which is considered BWS’ biggest of the year, is packed with deals for the summer period, with daily giveaways available through the ‘BWS on tap’ app.

“In 2020, I think most of us are wishing that summer would start already, which is why BWS is launching our summer full of great value deals and fun in November,” BWS head of marketing Vanessa Rowed said.

“We’re hoping to make this the funnest summer ever for our customers. They deserve it.”

Returning for a second year is the gamified promo within BWS on tap, which comes in the form of a scratch and win mechanic, where users scratch away ice in a cooler to reveal a prize.

This gives users a one in three chance to win from a $7 million prize pool, packed with merchandise, free products, experiences, and discounts.

“The BWS Cooler delivers a rich consumer experience which we know Aussies will love,” BWS’ head of brand and customer experience, Ken Russel, said.

“It is an integral part of how we invite Australia to ‘Play Summer’ with BWS.”

M&C Saatchi has worked with Endeavour X and BWS to bring new features to the Cooler, like brand bucks, which are dollars off products in the app, streaks for swiping 10 days in a row, and special 24-hour Coolers—prize packs worth $5,000 for one lucky swiper, available for only 24 hours.

The campaign has built on the equity established with last year’s campaign, with the 2020 iteration amplifying it with the theme of ‘play summer’. A CTA leans into what BWS considers is the sentiment of the nation—that we all need a great deal of fun (and great deals) after what has been a dreary 2020.

Woolworths@Dentsu undertook the media strategy and crafted a through the line media ecosystem to bring the Play Summer platform to life. Dentsu’s Isobar was also engaged to design and develop a series of interactive rich media games, which will live through the customer journey.

The Play Summer platform will come to life across OOH, radio, press and social, with the introduction of a bespoke ‘thumb stopping’ social splinter campaign titled the “Thumbassador”.

The Cooler Thumbassdor will be seen across Facebook and Instagram, capitalising on those channels to break brand norms and direct audiences to the cooler promo through alternative comms.

“Even though the BWS 100 Days of Summer promo has been around for six years, this feels like year two with a true evolution of the 2019 campaign,” M&C Saatchi creative director Sharon Edmondston said.

“We took all the best bits from last year and brought a new sharper focus to the app which has been in intense development in the off season.

“This has opened up opportunities to create tightly honed creative bespoke to channel, resulting in a balance of hard-working retail alongside brand led/brand love creative.”

After a challenging year, BWS is also inviting Melton in Victoria to Play Summer, by using guerrilla non-traditional media to build awareness and engagement with the app.

These placements create playable spaces in real life peppered around the town and playfully lead the residents into the bright and summery local BWS store, to provide a “much-needed change of tone for the community” after months in lockdown.

Underpinning the Play Summer campaign is a supplier led promotion with deals on beer, wine and spirits, running over three months, with a multi layered media strategy led by Woolworths@Dentsu.

The media is optimised using first party data, meaning BWS can reach people through advertising when it has the best chance to influence their bottle shop of choice. This will come to life across radio, digital audio, OLV, and social.

Credits for the campaign are as follows:

BWS

Head of marketing: Vanessa Rowed

Head of brand and customer experience: Ken Russell

Head of digital and ecommerce: Luke Calavassy

Senior brand manager: Sarah Chegwidden

Marketing coordinator: Rachel Woodbury

Digital marketing manager: Malina Yi

Zoo Republic

Strategy director: Saskia Lo

Creative director: Ed Nethery

Digital director: Dan Ries

General manager: Tamara Yandell

Senior account director: Claire Bezuidenhout

Senior account manager: Carly Jellyman

Digital project manager: Joan O’Halloran

Senior digital designer: Alaska Pak / Stephane Srour

Account manager: Eva Yates / Shona Williams

Woolworths@Dentsu

Group director: Bianca Falloon

Client and connections planning director: Christian Bendelack

National head of strategy: Danni Wright

Strategy manager: Jack Rothery

Planning manager: Zac Kelly

Account executive: Jemma Cairns

Associate: Michael Patti

M&C

Group head: Vanessa Boueyres

Innovation lead: Ben Cooper

Senior account director: Helene Ioakimidis

Account manager: Saskia Meagher

Strategy lead: Vanessa Graham

Chief creative officer: Cam Blackley

Executive creative director: Avish Gordhan

Executive creative director: Mandie van der Merwe

Creative director: Sharon Edmondston

Senior copywriter: Janet Evans

Copywriter: Rubini Gun

Art director: Matt Corcoran

Craft design: Matt Harrington

Designer: Jack Farrell

Project manager: Jemma Marriot

Video production: Resolution Design

Producer: Sarah Cowen

Isobar

Head of operations: Mel Sultana

Client partner: Emily Taylor-Delplanque

Account director: Sam Talbot

Executive creative director: Bradley Eldridge

Lead front end developer: Derek McKenna

Front end developer: Marek Suchanski

Senior designer: Stefan Derewianka